2024.12.29
EMODA Celebrates 15 Years Next Year – The Journey of a Brand that Led 2010s Fashion
From the late 90s to the early 2000s, a diverse array of fashion and brands flourished in Shibuya and Harajuku, energizing the streets. Stepping into the 2010s, one brand that significantly impacted Shibuya's fashion scene was EMODA.
When EMODA opened its physical store in 2010, it was already creating a buzz. With designs that translated the concept of 'mode' into real clothing, EMODA radiated a novel attraction, rapidly gaining popularity, especially among teenagers.
As EMODA continues to attract new fans, it will celebrate its 15th anniversary in 2025. Ahead of this milestone, we spoke with Ai Ichihara, the head of the EMODA business department, and Megumi Ogasawara from public relations.
EMODA: A Brand that Built an Era with "Mode" Fashion in Shibuya
In the late 90s and early 2000s, Shibuya reigned as the holy land for gyaru brands.By the 2010s, I personally felt the transitional period. Regarding the state of Shibuya during that time, Ichihara and Ogasawara shared their thoughts.
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